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- Product Placements
- KEY TAKEAWAY
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SponsorshipsMany of you have heard of the Staples Center (Figure 12.2), where the Los Angeles Lakers play basketball. But imagine how many more people heard about the Staples Center following the announcement that Michael Jackson’s public memorial would take place there. All the news stories talking about tickets and information about the memorial provided “free” publicity for the center and for the office supplies store, Staples, for which the center is named. Staples paid $375 million for naming rights of the center, which was built in 1998. [3] Indeed, the chain has gotten a huge return on its sponsorship of the center. Figure 12.2 
The Staples Center in Los Angeles is an example of a venue sponsorship. The office supplies store Staples paid for the naming rights to the stadium. Source: Wikipedia. A sponsorship involves paying a fee to have your name associated with different things, such as the following:
Even though sponsorships are expensive, they are growing in popularity as corporations seek ways to strengthen their corporate image, increase their brand awareness, differentiate their products, and reach their target markets. Worldwide, corporations spent over $43 billion on sponsorships in 2008; [4] however, the recession has taken a toll and the new stadium for the Dallas Cowboys still doesn’t have a sponsor with naming rights. Over two-thirds of the sponsorships in North America are for sports, followed by entertainment (e.g., music and performing arts) and causes (e.g., the Susan G. Komen Race for the Cure and “alternative spring breaks” for college students). Other organizations and structures, such as buildings and bridges, may seek sponsorships as a means of generating revenue. Imagine how many people drive across the Brooklyn Bridge in New York or the Golden Gate Bridge in San Francisco and how much awareness an organization would get if they were allowed to pay to have their name on either of the bridges. Figure 12.3 
Pfizer, the maker of Viagra, is one of the many companies that sponsor NASCAR racing teams. Source: Flickr. Cause-related marketing is one of the fastest-growing types of sponsorships. It occurs when a company supports a nonprofit organization in some way. For example, M&M’s sponsors the Special Olympics and American Airlines raises money for breast cancer research with an annual celebrity golf and tennis tournament. The airline also donates frequent flier miles to the cause. Yoplait Yogurt donates money for breast cancer research for every pink lid that is submitted. Cause-related marketing can have a positive PR impact by strengthening the affinity people have for a company that does it. Product PlacementsGetting a company’s product included as part of a television show, movie, video game, special event, or book is called a product placement. When you watch reruns of Seinfeld, you often see different Coca-Cola products being consumed. Likewise, you might see a Nissan Maxima on Desperate Housewives. Over four hundred product placements typically appear in each episode of The Biggest Loser. Apple placed products in twenty-four movies that reached number one between August 1, 2008, and August 1, 2009, while Ford products appeared twenty times and Budweiser products appeared twelve times. [5] Typically, a company pays a fee to have one of its products placed. But sometimes the company pays nothing if the product is needed for a show in some way or as part of the plot. FedEx did not pay for product placement in the movie Castaway. [6] Product placement can improve a brand’s awareness and exposure and often increase its sales. Given the number of exposures an organization receives with product placement, the cost of a product placement can be less expensive than commercials might cost. Although most product placements appear in television shows and movies, corporations are pursuing other options. For example, they are now placing products in online videos, computer games, and books. The number of product placements is expected to increase as consumers continue to skip commercials and advertisements using digital video recorders (DVRs). KEY TAKEAWAYPublic relations (PR) are the activities organizations engage in to create a positive image for a company, product, service, or a person. Press releases, sponsorships, and product placements are three commonly used PR tools. Press releases are designed to generate publicity, but there is no guarantee the media will use them in the stories they write. Sponsorships are designed to increase brand awareness, improve corporate image, and reach target markets. Product placements are designed to generate exposure, brand awareness, and interest. REVIEW QUESTIONS
[1] Apple, Inc., “Apple Introduces the New iPhone 3G,”http://www.apple.com/pr/library/2008/06/09iphone.html (accessed December 9, 2009). [2] Mobile Loaves & Fishes Blog, “Stubb’s Teams Up With MLF to Launch ‘Feed The World’ Tour!” May 22, 2009,http://mobileloavesandfishes.typepad.com/weblog/2009/05/stubbs-teams-up-with-mlf-to-launch-feed-the-world-tour-homeless.html (accessed December 9, 2009). [3] http://en.wikipedia.org/wiki/Staples_Center (accessed December 9, 2009). [4] “Events and Sponsorship 2008 Marketing Fact Book,” Marketing News, July 15, 2008, 26. [5] http://brandchannel.com/features_effect.asp?pf_id=489 (accessed December 9, 2009). [6] http://en.wikipedia.org/wiki/Cast_Away (accessed December 9, 2009). Directory: bcc bcc -> Sci-145: Introduction to Meteorology Lecture Note Packet 3 Chapter 9: weather forecasting bcc -> Atlantic Basin and eastern Pacific they are called hurricanes bcc -> Belle Creek Charter School Accelerated Reader bcc -> Fixing Verbs in the Passive Voice bcc -> Lcmpt terms format: top terms second-level terms third-level terms bcc -> Bc classic Rally Series bcc -> SR. no. Particulars bcc -> Request for Application (rfa) Download 2.43 Mb. Share with your friends:
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